Avoiding the Seven Deadly Martech Pitfalls

  • Author(s) Julie Schwartz, Kathy Macchi, David Hsu
  • Published October 3, 2018
  • 21 Pages
  • Category Marketing Operations
  • Type Member Research
  • 21 Pages
  • .PDF Format

Marketing technology may be the future of marketing, but one thing’s for certain: technology alone won’t make marketing successful. Marketers struggle with selecting, implementing, integrating, and measuring the success of their technology stack primarily because they lack thorough planning and robust processes for optimizing technology usage and reporting.

In this webcast, Julie Schwartz, SVP, Research & Thought Leadership, ITSMA, Kathy Macchi, ITSMA Senior Associate and VP, Consulting Services at Inverta, reveal the seven most common martech pitfalls and illuminate what differentiates the marketing technology frontrunners from the rest of the pack. Kathy is ITSMA’s leading martech expert and, after helping nearly 100 organizations implement their martech strategies, she knows a thing or two about the trials, tribulations, and best practices of martech implementation!

The webcast digs into such issues as aligning technology and strategy, best practices in evaluating and selecting the right martech, orienting toward today’s ABM-based reality, ensuring effective adoption, metrics, and top tools for ABM development.

Along with Julie and Kathy, David Hsu, Global Vice President Marketing Data and Technology, SAP Concur, shares his hard-learned lessons heading up martech formerly at CA and now at SAP Concur.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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